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Brands can use snap chat as a way to create a more intimate online community amongst enthusiastic consumers. By showing backstage and behind the scenes snaps, companies are allowing consumers to have access to the usually inaccessible parts of a company. The below passage further explains how and why fashion brands are using snapchat as a marketing tool during fashion week; otherwise you can read the full article here; https://www.luxurydaily.com/snapchat-enables-intimate-storytelling-during-fashion-month/

“This season has been flooding snapchat feeds everywhere for two main reasons: to expand fashion brand’s storytelling marketing strategies and to provide fans with the incentive and opportunity to experience the brand in different ways,” said Morgan Jones, digital account executive at Say it Social, Wilmington, NC.

“Storytelling is huge in the marketing industry right now because it personifies brands in a way that the audience can connect with on a personal level, or aspire to connect with,” she said.

“At the same time, the luxury fashion brand has always been for the most part mysterious and out of reach for the everyday fashionista. Giving an inside look to fans via Snapchat allows those to be able to experience more than they would even if they were sitting in front row of a runway show.”